Britain's Daily Mail quoted Susan Jones, from the Willow Burn Hospice, in nearby Lanchester as saying: "There must be somewhere else they could put it that would have shown a degree of insight and sensitivity."

The company responsible for placing the ad, Clearchannel Advertising, said in a statement: "We apologize for any offense caused by the unfortunate juxtaposition of this ad. It was certainly not intended. We have arranged to have it moved right away."